Questa del Rio News is always looking for new ways to help readers gain helpful and insightful information, which will ultimately improve their lives. In that vein, we are working with Danessa Gonzales, a successful event planning business owner and Questa native, to provide quarterly columns, giving her expertise to help you when it comes to event planning. This is her first column.As someone who was unsure of her future, and being surrounded by seemingly perfect older sisters, I was constantly worried about falling short. Fast forward to today, I have evolved into a celebrated event planner with a thriving business. I invite you to join me on a journey through the world of event planning. From the lessons learned in the hospitality industry to the challenges of starting a business, my column will offer insights, stories, and tips to inspire and guide you in creating unforgettable events. Welcome to a behind-the-scenes look at the life of an event planner who turned uncertainty into a celebrated career!
In college, I bounced around from Business classes to art classes, both at Central New Mexico Community College and the University of New Mexico. It was in one of my elective classes—Event Planning—where I became intrigued with the subject. In 2010, I had my son Devin. It was around this time when I realized how much I missed home, while living in Washington, and how important it was to raise Devin around our families, rooted deep in traditions, beliefs, and culture.
In 2012, we moved back home to Questa with my parents. That same year, I started working at El Monte Sagrado in Taos. I worked in the front office, which taught me the most about customer service. I also had the opportunity to work with banquets, and weddings were always, always my favorite.
In 2015, Devin and I moved to Albuquerque, where I worked at Hotel Albuquerque at Old Town, then the Hyatt Regency Tamaya in Santa Ana Pueblo. It was at the Tamaya where I was introduced to even more internal jobs in a resort. I’m reluctant to admit, I applied for an event assistant job and did not get it! Which I suppose is what catapulted me to where I am today. I see it as a blessing now.
While working at Calvert Menicucci P. C. as an office assistant, I learned that the contrast between the structured environment of a law firm and the vibrant world of a hotel was striking. When I expressed this to my bosses, Mike Menucucci and Sean Calvert, they suggested I start my own company, while still maintaining my position at the firm. Inspired by my dad, who owned a construction company, Black Bow Events, LLC, was born in March 2017, with significant support from my workplace. My friend Kayla helped me come up with the name. In the same year I started, I won “Best New Business” and “Best Styled Shoot Decor” from ABQ Bride magazine. In the following years, I received consecutive awards for “Best Wedding Coordinators” from Wedding Collective New Mexico and, in 2021, “Best of the City” by Albuquerque’s The Magazine.
These awards mean a lot to me, because my work is about more than planning weddings; it’s about showcasing cultures, traditions, and curating detailed experiences.That’s what my job is to me.
During this time, I learned firsthand what clients wanted in rentals and what was lacking locally. I realized that expanding into rentals was a natural step. I founded White Tie Decor, LLC, in 2019, and moved into a charming 400-sq.-ft. office in downtown Albuquerque’s Edo neighborhood, which I treated like a Macy’s display window. I was even given the opportunity to film a movie at my office, in which I decorated and oversaw the polishing touches on set. I was listed as art director on the credits, even!
Today, my inventory consists of 375 chairs in various styles, different options for dinner and cocktail tables, 14 settees and sofas in all colors, 400 colored vintage glass goblets, various tabletop accessories, five different arch/ backdrop options, eight chandeliers, and many many more specialty items. Looking back, I can hardly believe all I’ve accomplished as a small business owner. Starting a business has been the scariest yet most rewarding journey of my life. Every event is a testament to my growth and the rich heritage of our land and traditions.
Regarding starting a business, organizing an event, or embarking on any new venture, my initial advice would encompass three key considerations:
- When starting a business, something I did not consider when I started was the market. What market are you selling to? Who is your target audience/clients? Does that audience have money? Is what you’re selling a necessity or a luxury? Is it priced fairly with the market? Are you offering the same if not better value and or service than the market offers, to be able to justify your pricing? Is that enough to live on?
- Upon organizing an event, it’s important to not get caught up in all the little stressful details, and instead focus on what you’re having the event for. If you’re planning a wedding, don’t fight with your partner over small things; remember that your marriage is more important than your wedding day. If you’re planning a baby shower, the purpose is to shower the baby with its needs and gifts, not supply the town with a party. If you’re planning your 1- or 16-year-old’s birthday party, it’s only that child that needs to have a great time.
- If you’re embarking on any new adventure, it doesn’t hurt to ask questions. Find someone who has already done what you’re trying to do. What I found helped me significantly was having veteran acquaintances/ friends in my same industry that I could always ask for guidance.
